Marketing Theory - 9780765623638
Un libro in lingua di Hunt Shelby D. edito da M E Sharpe Inc, 2010
- € 210.40
- Il prezzo è variabile in funzione del cambio della valuta d’origine
Prepared by Hunt (marketing, Texas Tech U.) this is the 5th edition of a textbook exploring both the philosophy of marketing science and the larger philosophical debates around issues such as scientific realism, positivism, the nature of truth, and the possibility of objectivity. Perhaps the biggest change in this edition is the growth in consideration of resource advantage (R-A) theory from a brief discussion to one of four parts of the book. This reflects the growing viewpoint that R-A theory is a general theory of marketing that can also be used to study marketing strategy. More theoretical than your typical marketing textbook, it is intended for a more academic audience than undergraduate business majors. Annotation ©2010 Book News, Inc., Portland, OR (booknews.com)
Informazioni bibliografiche
- Titolo del Libro in lingua: Marketing Theory
- Sottotitolo: Foundations, Controversy, Strategy, Resource - Advantage Theory
- Lingua: English
- Autore: Hunt Shelby D.
- Editore: M E Sharpe Inc
- Collana: M E Sharpe Inc (Hardcover)
- Data di Pubblicazione: 31 Gennaio '10
- Genere: BUSINESS and ECONOMICS
- Argomenti : Marketing Marketing research
- Pagine: 490
- Dimensioni mm: 254 x 177 x 31
- ISBN-10: 0765623633
- EAN-13: 9780765623638